Tinder introduces new ‘Super Like’ option to increase matches
Tinder is increasing the thirst factor with a new swipe called the “Super Like.”
The option, rolled out to all of the dating app’s users today, is essentially a right swipe on steroids.
Instead of swiping right to signal that they like the person, they swipe up activating the “Super Like” function, which then alerts the selected user with a badge indicating they’ve received an enhanced like.
The intent is to give the user an extra incentive to strike up a conversation since the suitor really, really, really, really likes them, or at least their profile pictures, as seen here:
Users get one free Super Like a day, which can’t be banked. Tinder Plus users, who pay $9.99 a month for extra features like unlimited right swipes, receive five Super Likes a day.
According to Tinder’s test of a small group of Australian users last month, the tool actually sparks longer conversations (70 percent longer, in fact) and matches were three times more likelier to occur.
On top of generating revenue from advertisements, Tinder CEO Sean Rad told TechCrunch that the new option is converting more people to subscribe to Tinder Plus because of the increased number of matches.
“We’ve seen Super Like have a meaningful impact on Tinder Plus conversion,” Rad said. “And that stems out of the value that people are getting from the Super Like.”
Images via Tinder.
-
‘Its inevitable’: Domino’s hungers for attention and context
Attention-based buying is turning into a legendary tale of patient and nonchalance. So when there’s a glimpse of progress, marketers tend to take notice. Domino’s being one of them.
-
Why Cars.com is driving away from performance marketing and toward influencers
To boost brand awareness, Cars.com is doubling down on its influencer marketing efforts.
-
Why Unity Technologies is leaning into AI as economic headwinds pick up
As one of the largest gaming companies listed on New York Stock Exchange, Unity Technologies leaned into AI during its May 10 earnings call, with Unity CEO John S. Ricciatello stressing Unity’s “competitive advantages in and around AI.”
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
Dopamine rush to deeper engagement: short-form video boom fuels brands’ embrace of longer-form content
Audiences craving more are now being treated to captivating longer-form narratives. It’s the addictive nature of those quick hits that has fueled this transformation.
-
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.
